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Harness The Power Of Social Marketing Bbb97

Harness The Power Of Social Marketing Bbb97



Slides from the May 7, 2009 presentation organized by the BBB of Greater Arizona. The event was held at AIR Marketing.

Slides from the May 7, 2009 presentation organized by the BBB of Greater Arizona. The event was held at AIR Marketing.



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    Harness The Power Of Social Marketing Bbb97 Harness The Power Of Social Marketing Bbb97 Presentation Transcript

    • Harness the Power of Social Marketing BBB Luncheon May 7, 2009
    • Our goal today
      • Review Social Media and understand how to:
        • set goals
        • assess return on effort
      • Overview of how consumers are using social media
      • Social technologies tour
      • Case studies
    • What is Social Media
      • Connections/communication forum
        • Consumer to consumer
        • Consumer to brand/company
      • Connections and relationships developed in a new medium
        • Blogs, social networks, photo/video sharing etc.
        • Conversations, seminars, broadcasts, entertainment, advertisement, work all rolled into one
    • Blogs White Label Social Networks Wiki’s eMails Social Networks
    • How to use Social Media
    • Social Media Integration
      • Assess needs and capabilities
        • People, technology
      • Define objectives and goals
        • Awareness, conversion
      • Develop and execute strategy
      • Measure results
    • Defining Objectives
      • Listen
        • Who is talking and what are they talking about
      • Speak
        • Join the conversation through:
          • Blogs, social networks, video/photo sharing, wiki’s etc.
      • Connect
        • Encourage target audience to join your conversation
          • Viral videos, interactive contests etc.
      • Invigorate
        • Converting existing customers into fans
    • Examples of Objectives
      • Integration into Sales:
        • Lead generation
        • Data collection
        • Sales support
        • After sales support
      • R&D (Real time focus group)
      • Drive SEO
    • What it takes to succeed
      • Commitment and perseverance
      • Sufficient resources
    • Consumers
    • How are consumers using social media
      • Post articles on blogs
      • Post comments, reviews, votes etc.
      • Read others opinions, thoughts
      • Watch user generated videos
      • Share bookmarks, news stories
    • What Consumers Do Online Source: Forrester Research
    • It's Reached a Tipping Point
      • 60% of Americans interact with companies on a social media website
      • One in four interact more than once per week
      • 93% of Americans believe a company should have a presence in social media
      • 85% believe a company should also interact with its consumers via social media
      • Boston consulting firm Cone, Boston Globe, September 25, 2008
    • Technologies Tour
    • Social Technologies
      • Blogs, Podcasts and vLogs
      • Social Networks/Virtual Worlds
      • Social Bookmarking Tools (Digg, StumbleUpon)
      • Collaboration Tools (Wikis, Google Docs)
      • Video / Photo Sharing
      • Micro blogging: Twitter (text), Seesmic (video)
    • Evaluating the Technology
      • Does it facilitate and improve greater and more varied communication
      • Ease of use
      • Allows interaction without your intervention
      • Sustainable user generated content creation
    • Case Studies
    • Case Studies
      • Full Social Engagement: Wiggly Wigglers
      • Blogosphere: Stormhoek Winery (in South Africa)
    • Wiggly Wigglers
      • Sells compost worm kits in the UK, started in 1995
      • Based in a town with less than 70 people
      • Target audience: farmers
      • Less than 25,000 farmers in the UK
      • Deployed podcasts, blog posts and social networking
        • Sources:
        • http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm
        • http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html
    • Worm Success
      • Now a multi-million dollar company
      • Growing robustly at 10% per year
      • Growth attributed to a combination of Podcasts, Blog posts and social networking
      • Now even has a developed a thriving catalog business
    • Stormhoek
      • Winery in South Africa
        • UK, France and Ireland as its major export market
      • Deployed primarily a blogging strategy
      • Hired UK Blogger/Cartoonist Hugh Macleod
        • 10,000 visitors a day with approximately 2000 subscribers to his RSS feed
    • Why the blogging worked
      • Hugh blogged aggressively:
        • “ Geek Dinners” – off beat cartoons and wine
        • Sent 100 wine samples to bloggers in its target market
        • Asked them to write about it if they wanted
        • Dropped hints on his blog about the brand
      • Result of blogger outreach:
        • 75% of the bloggers who received free wine wrote posts about the brand
      • The Result:
        • In two years the winery went from selling 40,000 cases/year to 40,000 case/week *
      • *Source: MarketingWeb.Com (SA's Online Marketing Magazine)
    • Conclusion
    • The Social You
      • Understand how your customers are interacting with Social Media
        • Do your customers have blogs?
        • Do they read reviews from others?
        • How much do they participate in social networks
        • Which ones do they use?
      • Determine your abilities (in house or acquired)
      • Evaluate your commitment
      • Devise a unique strategy to meet clear marketing and sales objectives
    • Homework
      • If you don't use Twitter – open a Twitter account
      • Find some followers
        • Don't forget to follow me: Twitter.com/Shailesh
      • Engage and learn
      • Entire slideshow is now on Slideshare.Net
        • http://www.slideshare.net/sghimire
    • AIR 2.0
      • AIR Blogging
        • AirMarketing.Com/Blog
      • AIR Social Network
        • AirMarketing.Ning.com
      • Facebook and Flickr
    • Questions Shailesh Ghimire (480) 748-2694 [email_address] AirMarketing.Com/Blog